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6.
6
Search Ads Have Distinct Strengths and Weaknesses
Your Product
• Search ads have relatively
good engagement – with
higher CTRs and CVRs!
• However, search is a
highly reactive medium.
• We have little control over
the audience who sees our
ads.

7.
7
Social Ads Have The Opposite Strengths
• Social ads are native and can
pique interest in unknown
products.
• Social ads can target any
audience our minds can
imagine.
• But, users are specifically not
looking for their product on
Social – and CTRs and CVR
are generally lower.

10.
10
Campaigns Provide Value Beyond CPA
 Without making
major changes to
any other
campaign, we saw
conversions from
other campaigns
begin to fall off as
a result.1,400
1,600
1,800
2,000
2,200
2,400
2,600
300,000 400,000 500,000 600,000 700,000 800,000 900,000 1,000,000
SalesfromALLother
Campaigns
Reach of Poor Campaign
After Pulling Back on the Campaign

11.
11
Campaigns Provide Value Beyond CPA
•In this case, not only did reducing this “poor converting”
campaign reduce direct sales. It also:
• Reduced the reach of other campaigns by 10%.
Many campaigns stagnated.
• Reduced the conversion rate of all website traffic by
12%.
• Total online sales suffered an
18% drop.

12.
1212
Reach of Major Networks (US)
Facebook:
207 million
YouTube:
180 million
Google:
246 million
Pinterest:
58 million
LinkedIn:
133 million
Instagram:
77 million
Twitter:
60 million
Bing:
141 million
Snapchat:
61 million
YouTube:
180 million
Facebook:
207 million
Google:
246 million
Bing:
141 million
LinkedIn:
133 million
Instagram:
77 million
Snapchat:
61 million
Twitter:
60 million
Pinterest:
58 million

22.
2222
Returning Visitors are
about 25% more likely
to convert.
Past buyers are up to
5 times more likely
to convert.

23.
23
Use Email, Phone, & Email Data to Your Advantage
Customer Match allows you to target users by email, phone
numbers, and addresses on Google and Facebook. This allows
you to leverage more data to improve your targeting!

24.
24
Keep People in your Funnel Longer with Remarketing
These audiences you’re
currently already in
contact with are often
your most valuable.
Using customer match
increases conversion
rate by 300%!

25.
2525
Use your Google Analytics Time Lag Report to determine how long users
wait before they buy.
Give Them Time
Make sure you’re
reaching these audiences
long enough to capture
95% of these conversions!

32.
32
We Discover on Social and then we Search on Google
 Tweet @Google
Google Search result for NHL scores.
 Tweet @Google
Google Search result for local weather.
 Tweet @Google
Google Search result for
“Pizza nearby”
 Tweet @Google
Google Search result for
“Pizza nearby”

33.
33
We Discover on Social and then we Search on Google
Historical search interest for “Pizza near me”

34.
34
We Discover on Social and then we Search on Google
Historical search interest for “Pizza nearby”